Bloom,

You are correct in your statement. Knowing this your promotion should be built around this premise.

You could do a seminar teaching men the art of buying the right flowers for the occassion. Not every woman loves roses. It more than just buying her flowers but buying her the right flowers. You could partner with the radio station on a on-site or on-air promotion and giveaway.

If you can't do a seminar then pitch the story idea to local media about what men should know about buying flowers for their special lady.